Alamo Records is poised to celebrate its 10th anniversary, marking a significant milestone in its evolution within the music industry. Founded by Todd Moscowitz, the label has transformed from its original identity as Cold Records into a powerhouse in hip-hop since its rebranding in 2016. With the support of COO Juliette Jones and president Lee L’Heureux, Alamo has achieved remarkable success, highlighted by a recent partnership with Drake’s OVO Sound.
The collaboration between Alamo’s Santa Anna Label Group and OVO Sound emerged in a major deal announced earlier this year. This partnership grants OVO distribution, marketing, and artist development services. The alliance quickly yielded success with the release of Drake and PartyNextDoor‘s joint album, $ome $exy $ongs 4 U, which debuted at the top of the Billboard 200 in February, featuring the hit single “NOKIA,” which climbed to No. 2 on the Hot 100.
Alamo Records operates within a unique three-tiered system designed to cultivate emerging talent. At the base, the Foundation serves as a developmental platform for fledgling artists, offering flexible and low-commitment contracts. As these artists gain traction, they progress to Santa Anna, receiving enhanced resources and support. Finally, the top tier, Alamo, houses a carefully curated roster of established artists receiving full label services.
The label’s current standout artists include Rod Wave and Lil Durk. Rod Wave’s latest album, Last Lap, made a strong debut at No. 2 on the Billboard 200, following a series of three consecutive No. 1 albums. His impressive track record includes six platinum albums achieved without straying from his core audience. “Rod is on an unprecedented run,” Moscowitz noted, highlighting the artist’s authenticity and unique approach.
In contrast, Lil Durk’s journey has been marked by challenges. The Grammy Award winner faced legal issues related to a murder-for-hire charge stemming from a 2022 incident in Los Angeles. Despite this, his album Deep Thoughts debuted at No. 3 on the Billboard 200 chart, showcasing his resilience. “Mainly, we all wanted to do a good job for Durk,” Moscowitz said, emphasizing the efforts made in Durk’s absence.
Beyond its marquee names, Alamo has also invested in emerging talents like BossMan Dlow. The Florida artist gained recognition with his debut single “Get In With Me” and released his first album, Dlow Curry, featuring prominent collaborations. The album achieved top-five status on the Top Rap Albums chart last December.
As Alamo Records approaches its second decade, its commitment to talent development remains steadfast. Moscowitz reflected on the past year, citing the label’s consistent presence in the top 10 for current market share alongside major labels as a significant achievement. “Watching Rod Wave’s continued growth as an artist has been amazing,” he added, underscoring the label’s focus on both creative and commercial successes.
The Santa Anna Label Group has also seen significant breakthroughs, with numerous unknown artists rapidly gaining recognition in under two years. Moscowitz noted the importance of early-stage artist development, stating, “It’s harder than it’s ever been, but we are focused on building a company that excels in this area.”
Alamo’s three-tiered system enhances its ability to sign and develop artists. “The system is entirely A&R-driven, providing flexibility for artists at different stages of their careers,” explained Moscowitz. This model allows for early involvement with artists, fostering their growth without the pressures typically associated with major labels.
Moskowitz emphasized the label’s philosophy in artist selection, prioritizing cultural relevance and authenticity. “We prize different over similar,” he stated, drawing on the distinct paths of artists like Rod Wave, Lil Durk, and others who have carved their unique niches in the industry.
Balancing the development of new talent while maintaining successful legacy acts is a challenge many labels face. Moscowitz believes that having established artists eases financial pressures, allowing for a more creative approach to nurturing new talent. “It’s all about not acting out of desperation,” he said, pointing out that successful acts can reinvest in staff and emerging artists.
Looking to the future, Moscowitz sees a clear vision for Alamo’s path in an ever-evolving music landscape. “The more things change, the more they stay the same,” he remarked, asserting that while the industry requires adaptability, the core principles of artist development remain unchanged. The commitment to being early, accurate, and supportive of artists will continue to guide Alamo Records as it navigates the dynamic music business landscape.
